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A New Identity for a changed Future: UMB's Andreas Rotzler on his Rebranding Strategy

Many companies ask themselves these days: What will come, when this crisis is over? How will we manage to survive? What will be the major obstacles? Or: Do we have to take a completely new direction? Re-invention - be that of the company's goals or image - surely is on the table in forward-thinking branches. Some will even go for a completely new identity that meets the needs of the "changed" customer.

Why do successful brands decide to give their brand a new identity and how can they survive? This is a striking question, especially in times of worldwide crisis.

We talked to iF juror and brand creator of the Swiss IT service provider UMB, Andreas Rotzler. UMB took the step and rebranded earlier this year. In order to achive more visibility of IT and the own brand, UMB chose the brand idea of “creating time” as the central element of the new identity.

iF: Andreas, where is the connection between time, IT and UMB, as seen in the rebranding?

We all know it. No one has time to do the things that go beyond the daily routine. We believe that time is one of the most valuable resources in the world. UMB optimises the IT and business processes of its customers and thereby creates time for new ideas. Time for innovation, time for further education and, most importantly, time for friends and family. That’s why time and above all "creating time" plays a key role in our rebranding, both for our customers and our colleagues.

Andreas Rotzler of UMB Brand Design Manager
We use our limited budget as efficiently as possible through CoCreation with customers. We share and use film and images together. This includes the reduction to black, yellow, white. As an (still) underdog, we appear bold, creative and sometimes loud.
Andreas Rotzler, brand creator of UMB

iF: The brand idea of “creating time” is the characterizing feature of UMB’s new identity. This idea was brought to life with a beautiful campaign, which introduced the rebranding. Andreas, in this amazing campaign at the main station of Zurich you were actually giving away time in the form of a holiday for people who really could need one. What was the most beautiful moment during this campaign?

In one of the busiest places in Zurich, passers-by took a moment for us. Singing children, rapping teenagers, juggling parents and even dancing pensioners enchanted us. The one I remember most was a 4-year-old boy and his mother. With a spontaneous dance performance he won holidays of our partner Hapimag. For himself, his little sister and their mother. There were a few tears of joy.


iF: So, how did UMB set a new focus then?

Based on the brand idea of "creating time" we have changed our brand positioning. We don’t sell IT, we sell time. This influences every touch point. Our appearance encompasses a completely new view of the way we deliver services. It’s about additional time that can be used by the customer for the core business and thus profitably for the further development of the company. The logo and the name UMB with the yellow line were formally retained, but reinterpreted. The yellow line is now a timeline and links our communication as a secondary design element. The system font Calibri is so simple that it is available to everyone everywhere and always, in all systems. We use our limited budget as efficiently as possible through CoCreation with customers. We share and use film and images together. This includes the reduction to black, yellow, white. As an (still) underdog, we appear bold, creative and sometimes loud.

Interested in more branding content? Go to our Branding Design Special, with more of Anderas Rotzler HERE!

Credits: umb_ag